If You Hype It, Will They Come?

The website that helped drive demand for streetwear is going IRL with a festival called, you guessed it, Hypefest.

Kevin Ma, who founded the blog in 2005 when he was a student in Vancouver, didn’t know much about fashion then. But 13 years later, the Hong Kong native sits quietly at the top of a publicly traded Hypebeast empire. His dominion includes the website, a quarterly print magazine, an online store, legions of influential fans and now a Hypebeast festival, which will take place the first weekend of October in an undisclosed location in Brooklyn with a “breathtaking view of the Manhattan skyline.”